The 370 pages ASO Book

Advanced App Store Optimization

Co-authored by Moritz Daan & Gabe Kwakyi

ASO experts Moritz Daan and Gabe Kwakyi have partnered to write a complete guide to App Store Optimization (ASO). The book is based on the ASO Stack framework that shows how the different elements of ASO are linked and how to successfully implement them.
By the founders of Phiture and Incipia

ASO Tools

Must-have tools

Tools

An Overview

Trying to manage an ASO strategy without using tools is not recommended.
One reason among many is that neither Apple nor Google provide data into keyword or top chart ranking.

Outside of the Stores

Other ASO factors

Ouside of Stores

Product & More

An app’s ASO success will depend heavily on internal factors like retention rate. But many external factors influence ASO, too.

What the industry says

ASO experts about the book

8fit

Skyscanner

Clue

Crucial Path

Phiture & Incipia's ASO book is among the best resources I've seen for ASO. As the amount of information around ASO grew, the quality often didn't follow and it's not uncommon to read plain wrong advice even from respectable sources. That's where this book really stands out from the crowd by the depth of information it gives, but also by the rigorous standard its authors aimed for.

This ASO book has helped Skyscanner to continually optimise our app store listings to appeal to as many users as possible. By enabling us to prepare for iOS 11 changes in advance, this guide has ensured that we will remain relevant within the App Store from the update launch.

I read most of the books and publication on ASO. Nothing is even remotely comparable to this book in its comprehensive scope and detail. A must read for everybody who wants to get started or complete his knowledge on ASO.

About the authors

App Store and App Growth expertise built over years

Moritz Daan

Moritz who previously founded and sold two online gaming companies started working in a full-time ASO role at SoundCloud in 2014. One of his first projects at SoundCloud was building out an A/B testing platform for testing App Store assets. Moritz soon started leading a growth team focused on International Growth at SoundCloud.

In 2016, he started his own mobile growth consultancy with mobile industry veteran Andy Carvell: Phiture. With Phiture, he’s helped over 30 apps such as Skyscanner, Headspace and Clue set up their ASO strategies.

Gabe Kwakyi

Gabe is Co-Founder and CEO of Incipia, a mobile app agency that builds and markets apps for companies and entrepreneurs. Incipia has worked with dozens of apps teams from across the world to optimize their ASO and paid app marketing efforts, including Keepsafe, 5miles, Wordscapes, and WeatherBug.

Prior to Incipia, Gabe worked as a search advertising account manager at Microsoft Bing Ads, helping close to 100 clients, including Airbnb, the NHL, and Spotify, optimize $21 million in total of annual PPC spend.

Frequently asked questions

What exactly is ASO and the ASO Stack?

ASO describes all of the tasks related to App Store Optimization (ASO). The ASO Stack is a framework developed by Phiture and Incipia to use as a cheat sheet for ASO. Learn more at ASO Stack.com.

What do I get in this book?

Everything you need to know about ASO to be successful. A complete and unabridged guide, updated and ready for iOS 11 changes, written and vetted by industry experts.

Who is this book for?

This book is great for anyone practicing ASO, from beginners who have just had their first app approved, to seasoned ASO professionals looking to stay up-to-date on the cutting edge of ASO.

What if the book gets updated?

If you buy a copy of the ASO book, you will be eligible to receive any updated versions we release within the next 12 months, free of charge. You will also find the latest frameworks and other ASO materials here.

Do I need to be a developer to use it?

We made sure non-technical readers can understand everything in this book. ASO is also not as technically challenging to learn as SEO; rather ASO is mainly about effective messaging and visual communication.

Who is behind this book?

Moritz Daan from mobile growth consultancy Phiture (Berlin, Germany) and Gabe Kwakyi from Incipia (Detroit, US) have partnered to write this complete guide to ASO. They received help and support from other industry professionals who contributed chapters and suggested feedback. If you would like to be a part of this community, join our Slack channel on ASOStack.com.

When can I order a hard copy of the book?

We are currently working on a printed version, which will be ready later this year, but you can preorder your copy now.